Mainstage 2024 by TONI&GUY took place with spectacular excitement and acclaim on 27th October. 1,200 guests experienced the brand’s pioneering style, dynamic innovation and deep passion for stunning hair.
The Outernet in Central London was the venue for Mainstage 2024, which brought together the best of TONI&GUY’s creatives. The event especially highlighted the cutting-edge techniques, trendsetting styles, and collaboration with the global fashion scene for which TONI&GUY has become renowned and greatly admired over many years.
Mainstage 2024 embodied the brand’s unique alchemy where salons, education, LABEL.M and fashion were all brought to life through The Outernet’s’ interactive, wrap-around screens and immersive 360 digital tunnel.
“We are creating a modern legacy for our future generations,” commented CEO, Sacha Mascolo-Tarbuck on welcoming the 1,200 guests to the event. “We’re not just writing our next chapter; we’re writing our next book!”
House of TONI&GUY
The show began with an exclusive preview from TONI&GUY’s 2025 campaign, House of TONI&GUY, shining a dynamic spotlight on the brand’s pioneering style, dynamic innovation and deep passion for stunning hair.
London Fashion Week
Guests enjoyed an exclusive look at the styles that dominated London Fashion Week this season. The TONI&GUY team delivered an insight into what the biggest trends for SS25 are set to be.
LABEL.M
LABEL.M’s 2025 collection – Empowering Me – encourages clients to empower themselves, through the brand’s personalised haircare range LABEL.M.
Men’s
Mainstage 2024 placed a strong focus on men’s styling. From sharp cuts to modern grooming techniques by Artistic Directors Dexter Johnson and Men’s Hairdresser of the Year Sam Elliot.
Cos Sakkas British Hairdresser of the Year Collection 2024
Cos Sakkas showcases his latest collection, Eclipse. Each look bridged artistry with technical precision, demonstrating why he continues to be recognised at the forefront of the hairdressing industry.
Avant-Garde
International Artistic Director, Efi Davies delivered an awe-inspiring display of creative ingenuity. Models featured bold, sculptural hair creations that fused art with fashion. Meanwhile, aerialists performed mid-air tricks.
Awards
The TONI&GUY Awards recognise the very best stylists, visionaries, creatives and salons from all across the world. CLICK HERE to discover the names of all the winners.